Extension of Dove Brand: Critical Analysis of Competitive Strategies and Marketing Overview

This project evaluates the extension of a product idea covering various aspects of choices and strategies. It involves critical analysis of competitive strategies and marketing overview. It explains various business tools which helps in analysis of market scenario and facilitates smart choices.

Principles of Marketing

EXECUTIVE SUMMARY
This project evaluates the extension of a product idea covering various aspects of choices and
strategies. It involves critical analysis of competitive strategies and marketing overview. It
explains various business tools which helps in analysis of market scenario and facilitates
smart choices.

Table of contents
 Introduction
 Current trends of brand
 Growth strategy for new extension
 Selection of Target market
 Pestle analysis
 Comparative analysis
 Visual image
 Conclusion
 References

Introduction
 This report discuss an extension idea of a existing brand i.e. dove and evaluate
the marketing scenario for the newly invented product.
 Dove is a America based brand owned by the British multinational consumer
goods company Unilever.
 Dove sold its products in more than 150 countries and fulfil beauty oriented
requirements of female all over the world.
 The following report contains evaluation of a new product launched by dove,
dove organic face serum.

Current trends of brand
 Dove is one of the leading brand dealing in skincare and hair styling
products having market share of approximately 24%.
 Dove offers wide range of product varieties and carrying its
operations globally denoting high market presence.
 Dove aims at gaining widespread attention of women and it performs
various promotional activities for that purpose.
 Dove make their products available at numerous stores worldwide
and also deals in online marketing through collaborating with various
companies.

Growth strategy for new extension
 Market Penetration
 Market Development
 Product Development
 Diversification

Selection of target market
 The target market that is selected for the new extension are women actively engaged
on social media platforms.
 Dove mainly focus on females aged between 18-35 who prefers beauty products like
moisturisers, shampoos, conditioners, cleansers and other skin as well as hair care
products.
 Dove aims to achieve more sales of its new product by online promotions and
offering exiting discounts.

Pestle analysis
 Political factors
 Economical factors
 Social factors
 Technological factors
 Legal factors
 Environmental factors

Comparative analysis
 Threat of new entrants (low)
 Competitive rivalry ( high)
 Threat of substitutes (moderate)
 Bargaining power of suppliers (low)
 Bargaining power of consumers (low)

Visual image
 Dove aims at ensuring differentiation in the product addition that it is making in its
existing range.
 Dove organic face serum are made of natural ingredients namely wild turmeric, rose
extracts, almond oil, pure aloe extracts, tea tree oil, glycerine, papaya extracts which
brighten skin and gives a radiant glow.
 It has a mild fragrance and smooth texture which feels amazing on skin. The serum
reduce acne problem and even the skin tone as well as remove pigmentation.

Conclusion
As per the view of respective report, it has been concluded that addition of a
new product line requires market research and critical evaluation of current
market trends. It has been analysed that there are various factors that needs to
examined in the business environment while extending a product line. After
analysing the related growth strategies and factors affecting growth, it has been
concluded that this product will generate high sales and is capable of showing
expansion in growth dimensions of the brand.

References
 Gossen, M., Ziesemer, F. and Schrader, U., 2019. Why and how commercial marketing
should promote sufficient consumption: A systematic literature review. Journal of
Macromarketing, 39(3), pp.252-269.
 Iacobucci, D., 2021. Marketing management. Cengage Learning.
 Ryan, J.C. and et.al., 2019. Enhancing the impact of conservation marketing using
psychology: a research agenda. Journal of Environmental Studies and Sciences, 9(4),
pp.442-448.
 Chen, S. and et.al., 2018. Teaching design thinking in marketing: Linking product design and
marketing strategy in a product development class. Journal of Marketing Education, 40(3),
pp.176-187.
 Heggde, G. and Shainesh, G. eds., 2018. Social media marketing: Emerging concepts and
applications. Springer.
 Kotler, P. and et.al.,2021. Marketing management: an Asian perspective.